Starting October 1st, 2026, Meta will charge individually for service messages and utility templates sent within the 24-hour service window.
The change affects companies using the WhatsApp Business Platform, including integrations made through Cloud API and official providers.
Category
Value in USD
Estimated value in BRL*
Billing rule
Marketing | US$ 0.0625 | Approximately R$ 0.35 to R$ 0.38 | Charged per message delivered. Includes promotions, offers and campaigns. |
Utility | US$ 0.0068 | Approximately R$ 0.038 to R$ 0.04 | Charged per message delivered. Includes alerts, confirmations and order updates. |
Authentication | US$ 0.0068 | Approximately R$ 0.038 to R$ 0.04 | Charged per message delivered. Includes security codes, login and two-factor authentication. |
Service (customer support) | US$ 0.0068 | Approximately R$ 0.035 to R$ 0.04 | As of 10/01/2026, each number will be entitled to 1,000 free messages per month. Billing begins on the 1,001st message sent. |
*Converted values to Real may vary according to the dollar exchange rate and the currency used in billing. Additional fees charged by official providers or BSPs are not included.
Service messages are responses sent by the company during the 24-hour service window, opened after the customer makes contact.
This category includes messages sent by:
Human agents;
Chatbots;
Automations;
Third-party artificial intelligences;
Systems integrated with the official API.
Only messages sent by the company will be charged. Messages sent by the customer remain free.
Each number connected to the WhatsApp Business Platform will be entitled to:
1,000 free service messages per month;
Billing only from the 1,001st message onwards;
Quota renewal at the beginning of each month;
Unused messages will not be carried over to the following month.
Currently, utility templates sent within an open service window may be free.
As of October 1st, 2026, these messages will also be charged individually, even when sent within the 24-hour window.
Meta's official documentation with the categories, rules, and rates applicable to messages sent through the platform.
View official pricing documentation
Official documentation on billing for service messages sent within the 24-hour service window.
Check rules for non-template messages
Materials published by companies and platforms that track changes in official API billing:
Important: values and rules may be updated by Meta. Before making financial projections, always consult the official documentation and current pricing table.
Our dear benevolent Fábio from the community created this calculator. I'm leaving it here as an attachment as well as a link to use in full screen. Make good use of it to calculate costs.
https://monada.ag/calculadora-whatsapp/
